Village and People

Design: Rockets Growth R&D and Bambuk Design Studio
Location: Ukraine
Project Type: Produced
Client: AB InBev Efes
Packaging Contents: Kvass
Packaging Substrate / Materials: Plastic
Printing Process: Flexography

Kvass is a traditional fermented beverage made from rye bread. The whole category of kvass in Ukraine is easily recognizable on the shelf due to its traditional design consisting mainly of historical ornaments and symbols. For the same reason, brands inside the category look the same.

We were searching for an opportunity to emphasize the traditional character of the drink, without being similar to the category, and to turn upside down the seriousness of traditions, ancient recipes, and natural ingredients.

“Village and People» is the name of the new kvass brand. The concept consists of a series of illustrations with commandments from rural residents to urban dwellers. These funny, untranslatable, sometimes meaningless, pearls of wisdom became the centerpiece of the packaging. For example, “Love yours and do not jump in buckwheat» which means «Do not cheat on your beloved» or “Be friends with your neighbors – they are best alarm system», etc.

Illustrations, layout, and font were inspired by the works of Vasyl Hulak, Ukrainian illustrator of the early 20th century.